How to get your holiday appeals opened
You may have been planning your end of year appeal messages for the past couple of months, or are getting started on this now. You probably already have or will put a lot of thought into the content and overall tone of your messages, and perhaps are working across departments on integrating your message into other media channels. All of that work is an important part of planning and developing your end of year campaign.
But, ask yourself this? What is going to make a possible donor open this message? How can I stand out? Have I thought about my subject line yet?
Let’s face it, your constituents are very likely going to be receiving end of year appeals from organizations other than your own. Maybe some they are those less involved with, and others they are more involved with. Amongst all of the clutter we know to be in our inboxes it is important to think about how to stand out in the crowd. Your heart-warming story that you have spent hours developing and integrating with other messaging will only get read if your e-appeal is opened.
That being said, if you have already written your subject lines, I’d like to urge you to test them against these tips. If you haven’t written them yet, then it’s time to get started. When writing your subject lines, keep these four things in mind:
If you have the opportunity to run a test of subject lines with a small group of constituents, that is fantastic. If your email marketing tools allow for split testing, then select a small audience, split it in half and test two subject lines with this group. You can see what performs better with your constituency and then send your message(s) out to the rest of your audience with the tried and true subject line. If you’d like to download a full article on this topic, click here.
Have fun with it and post any follow up comments or brainstorming ideas here!
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